台灣財經暢銷書之策略分析

Abstract

台灣圖書出版業目前面臨到結構性的衰退與各種不確定的挑戰：整體產值衰退、新書數量增多、退書量增高、出版社家數眾多，網路媒體逐步瓜分閱讀市場。 對於目前競爭激烈的出版業來說，暢銷書對於出版業的營運具有決定性的影響。本研究以暢銷財經書籍為研究範圍，將財經書分為企管類與理財類，根據市佔率較高的大型通路商金石堂、誠品二大連鎖書店及博客來網路書店的暢銷書排行榜，選出2002-2006年財經類暢銷書，個別分析為財經暢銷書之內容，並依客觀統計選取在財經暢銷書領域市佔率較高之七家出版社，個別訪談其負責人與財經書主編，進行個別出版社SWOT分析，並從產製策略、行銷策略及差異化策略三方面研擬出版社可行之財經暢銷書出版策略。 暢銷書產製策略方面： 一.企管書內容必須重視創新，理財書以簡易實用為主。二.企管類以趨勢策略最為暢銷，理財類以個人理財概念介紹最為暢銷。三.無論是企管類或財經類，書名擬定須點出讀者需求、引起讀者好奇心。四.頁數以200-300頁為佳，300-400頁次之。五.封面以鮮明醒目為主，強調影響力。 在暢銷書行銷策略方面： 本研究發現過去被大型出版社做為宣傳利器之新書發表會及巡迴簽書會以及實體媒體付費廣告，不再具有影響力。最適策略為： 一.設法提供資訊做為財經雜誌內容，進行整合行銷。二.與通路商協調將重點書大量鋪貨。三.以感性方式進行網路行銷。四.運用作者的知名度到各媒體進行行銷活動。五.以名人推薦補充書籍說服力。 差異化競爭策略： 從書籍製作而言：一.設法延長首動利益──與同一作者簽立其相關著作的優先出版權、自行複製暢銷書本土版。二.建立策略聯盟，為同一作者或同類書籍舉行書展進行促銷。三.請業界專家名人著書，加強翻譯書選書能力。四.設法為暢銷書進行持續性網路行銷。 出版社策略：一.改變暢銷書作業流程，部份暢銷書製作流程可改為行銷導向。二.塑造出版社財經專業度與知名度。三.建立讀者俱樂部，結合網路社群的影響力。此外，出版業者與通路商宜合作發展出版界公開資訊平台，改善通路缺貨與退貨的不確定性。

The publication market in Taiwan is now facing astringent challenges with structural decline and numerous uncertainties: the overall output of recession, increase volume of book return, over numbers of publishers, and online media gradually carves up the market. In the highly competitive publishing industry, currently, best-selling books have a decisive effect on the publication business. This research will focus on financial bestsellers separated into two categories: business administration and financial management. The research samples were conducted from the bestseller lists of the top three chain bookstores as Kingstone and Eslite along with www.Books.com.tw from 2002 to 2006. And the top seven publishers were selected. An interview was held with representatives of each publisher, and the results were analyzed through SWOT analysis. According to the study findings, three significant strategies for business administration and financial bestseller books were developed as follows: production strategy, marketing strategy, and differentiation strategy. Production Strategy of Bestsellers: 1. The books of business administration must focus on the importance to the contents of innovation. The book of financial management needs to highlight the simplicity and practicability. 2. The most popular contents of the business administration bestsellers are dealing with strategy on the basis of trends. The financial management's bestsellers emphasize on the concepts of personal finance. 3. Title of the books need to catch readers' eyeballs and arouse their curiosity. 4. The best pages for bestsellers limit with from 200 to 300 pages. The second choice would be from 300 to 400 pages. 5. The book cover is best to have bright and noticeable colors focusing on impact. Marketing strategy of Bestsellers: This research discovered the dampened affects of the past marketing plans such as: new book press conference, book signing promotion tour, and paid advertisement. The most effective marketing tools are: 1. To provide information within finance magazines and perform placement marketing. 2. To reach an agreement with the chain bookstore to display large amount of books. 3. To utilize perceptual way to network marketing. 4. To utilize the celebrity of the authors to do product placement during the interview or talk shows. 5. To increase the credibility by having a famous person's recommendation. Differentiation Strategy of Bestsellers: For books: 1. To attempt and extend first advantage – sign the contracts with the authors to have the privilege of the copyright of related works and create localized top sellers, etc. 2. To create strategic alliance and provide a promo event for the same author or book types. 3. To invite well-known experts to write the book and carefully select famous foreign books. 4. To attempt to have a continual online marketing for top sellers. Strategy of the publishers: 1. To change the operational process of books. Top sellers can partially be marketing oriented. 2. To build the publisher’s financial professionalism and reputation. To use IT system to set up a reader's club, with the Internet community. And to create open publishing IT platform and improve upon the uncertainties of top seller’s shortage and returns.